Case Studies
Real businesses growing with Loop
From regional destinations to wineries, producers and bucket-list experiences — see how rewarding participation turns customers into advocates, content and referrals that compound over time.
Regional Tourism · Destination
Yarra Valley Pass
Building a visitor participation economy across an entire region
In partnership with Tourism East
The Yarra Valley Pass is a regional participation initiative developed with Tourism East and local operators to create an ongoing relationship between people and the Yarra Valley. Instead of rewarding transactions, it rewards participation — visitors earn Yarra Credits by creating content, leaving reviews, referring friends, entering competitions and joining community activities, then redeem them for experiences across the region.
Rather than each business marketing itself in isolation, the Pass connects wineries, food, accommodation and experiences into one shared ecosystem. Participants naturally move between venues — wishlisting a balloon flight, reviewing a dairy, redeeming at a hotel, discovering a winery — and every interaction creates value for the next business. Each contribution is rights-approved, so Tourism East and operators can reuse authentic visitor content.
The pilot validated the core thesis: when participation is simple, rewarding and community-driven, people don't just visit a destination — they become advocates for it, generating first-party insight and engagement that lasts well beyond a single trip.
Results from the Yarra Valley Pass regional pilot, prepared by Loop in partnership with Tourism East.
Restaurant Group
Dominique Portet
A heritage winery turning visitors into a year-round community
Dominique Portet brings ten generations of winemaking to the Yarra Valley, and Loop helps the cellar door extend that story beyond the visit. Guests join at tasting and keep earning afterwards — for sharing their day, reviewing the wines, entering seasonal competitions and bringing friends back for the next release — so a single visit becomes an ongoing relationship.
Because Dominique Portet sits inside the wider regional ecosystem, members who discover it through other venues arrive already engaged, and its own members go on to explore partner wineries and experiences. That cross-business discovery compounds reach without extra ad spend, while every rights-approved photo and review feeds the team's own marketing.
Winery · Cellar Door
Oakridge Wines
Turning cellar-door visits into year-round advocacy
Oakridge used Loop to convert one-off tastings into an ongoing membership. Guests join at the cellar door and keep earning after they leave — for sharing their visit, reviewing the wines and bringing friends back for the next release.
Because Oakridge sits inside the wider regional ecosystem, members who discover it through other venues arrive already engaged — and members who start with Oakridge go on to explore partner businesses, spreading reach without extra ad spend.
Regional Tourism Board
Yarra Valley Pass
A local producer that grows through its neighbours
Yarra Valley Pass turned its tasting room into a participation hub. Visitors earn rewards for photos, reviews and recommendations, building a steady stream of authentic content the team can reuse across its own channels.
The biggest win is cross-business discovery: members of nearby wineries and experiences find the dairy through the shared rewards network, and the dairy's own members discover them in return — a local ecosystem where every partner wins.
Winery · Cellar Door
Coldstream Cellar Door
Keeping guests engaged through the quiet seasons
Coldstream uses Loop to stay connected with guests between visits. Members complete simple activities, enter seasonal competitions and earn credits year-round — keeping the brand top of mind even in off-peak months.
Reviews and referrals do the heavy lifting: satisfied guests recommend the cellar door to friends, and those referrals consistently convert into new members at a fraction of the cost of paid acquisition.
Agritourism · Experiences
CherryHill Orchards
Seasonal crowds turned into a lasting community
CherryHill draws huge seasonal crowds — Loop helps the orchard hold onto them. Visitors join during peak season and keep participating afterward, so the relationship doesn't end when the cherries do.
User-generated content is the standout: families share their day out, tag the orchard and enter photo competitions, producing a library of authentic, rights-approved content that drives the next season's visitors.
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